Catalogers have seen significant changes in their industry since the days of Sears & Roebuck. As early as 1960, store credit & credit cards opened up the telephone as an ordering channel. Now, the Internet and social networking technologies are making traditional direct marketing efforts less and less effective. This latest channel in the multichannel industry is enabling catalogers to leverage the opportunities direct marketing always has promised but never fully delivered.

My guest is Larry Kavanagh. Larry is the founder and CEO of DMinSite, a direct marketing software company that delivers greater effectiveness for its clients for their direct marketing efforts. He shares his views of direct marketing, it’s past, it’s present and it’s future and imparts some very insightful wisdom for traditional catalogers moving to the Web as well as Internet pure-play retailers.

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